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An Investigation into the Effectiveness of Social Media Analytical Tools for Enhancing Customer Satisfaction: A Case Study of Indo Zambia Bank

Author

Listed:
  • Wazili, Linda

    (Graduate School of Business, University of Zambia)

  • Mukosa, Francis

    (Graduate School of Business, University of Zambia)

Abstract

This study investigated the impact of social media analytical tools and engagement on customer satisfaction at Indo Zambia Bank in Lusaka, focusing on key service quality dimensions such as responsiveness, information reliability, engagement rate, efficiency, and ease of use. A mixed-methods approach was employed, combining quantitative data from 200 respondents collected through structured questionnaires with qualitative insights from in-depth interviews with bank staff. Multiple regression analysis was used to examine the relationships between social media engagement variables and customer satisfaction. Findings revealed that responsiveness had a significant positive effect on customer satisfaction (β = 0.421, p

Suggested Citation

  • Wazili, Linda & Mukosa, Francis, 2026. "An Investigation into the Effectiveness of Social Media Analytical Tools for Enhancing Customer Satisfaction: A Case Study of Indo Zambia Bank," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(2).
    • Handle: RePEc:cwk:ajocsk:2026-69
    DOI: 10.59413/ajocs/v7.i2.50
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    References listed on IDEAS

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    1. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
    2. Patria Laksamana, 2018. "Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 13-18.
    3. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
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    More about this item

    Keywords

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    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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